New 2024 Nielsen Report: Asian American Audiences Spend Nearly Equal Time on TV and Smartphone

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Nielsen releases a new report highlighting that Asian Americans spend nearly equal time watching content on TV and smartphones, with 31% of their viewing time on ad-supported platforms. The report emphasizes the importance of understanding diverse experiences and perspectives to engage this audience effectively. Asian American viewership on streaming platforms is growing, with a significant impact on total minutes streamed by all U.S. audiences. The report also underscores the rise of Asian representation on screen and the influence of news media on Asian American viewers, particularly in the upcoming elections.

Positive

• Asian Americans are spending 31% of their viewing time on ad-supported platforms, more than the total population.

• Asian American viewers spend nearly 10% more time streaming content compared to the total population, making them a key audience for advertisers on ad-supported streaming platforms.

• Asian representation on screen reached 10.9% in 2023, contributing to the growing number of Asian American people watching ad-supported streaming.

• Asian Americans are 27% more likely to buy games/toys, 10% more likely to buy books, and 6% more likely to buy music/videos than the total population.

• Asian Americans are 69% more likely to buy a new smartphone than the total population, showcasing their high engagement with technology.

Negative

• The report highlights that various news narratives are influencing different age groups within the Asian American segment, emphasizing the need to tailor news content to address diverse concerns.

• The rise of Asian representation on screen and the influence of news media may lead to changes in viewership patterns, impacting traditional media channels.

Study reveals Asian Americans are spending 31% of their viewing time on ad-supported platforms, more than the total population

NEW YORK, May 1, 2024 /PRNewswire/ -- Nielsen, a global leader in audience measurement, data, and analytics, releases their latest Diverse Intelligence Series report to kick-off Asian Pacific American Heritage Month. The report titled, Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption, highlights that Asian Americans are spending nearly equal time watching  content on their TVs and smartphones.

Asian Americans are spending 31% of their viewing time on ad-supported platforms (vs. 27% for the total population)

While streaming is undoubtedly the leading platform to connect with Asian American, Native Hawaiian and Pacific Islander (AANHPI) audiences, the use of devices widely varies. The report shows that AANHPI audiences are spending nearly the same amount of time tuning into content on the TV screen and smartphone screen — approximately 17 hours per week on each screen. Viewership of TV-connected devices outpaces traditional live TV by more than an hour and a half a week.

Additionally, Asian Americans are continuing to grow as a key audience for advertisers investing in ad-supported streaming platforms. In 2023, Asian Americans spent 31% of their viewing time on ad-supported video on-demand (AVOD) streaming platforms, compared to the 27% of the total population. Combined with the fact that Asian American viewers spend nearly 10% more time streaming content in general when compared to the total population, indicating that brands should take a cross-media approach to engaging this group.

"As the media landscape continues to evolve, so will Asian media viewership—especially when you consider the diversity of the AANHPI diaspora community," says Patricia Ratulangi, Vice President of Global Communications for Diversity, Equity & Inclusion at Nielsen. "In a time of splintering media attention, divided voices and an ever-growing number of platforms to choose from, reaching the Asian American community requires a deeper understanding of our diverse experiences and perspectives."

The rise of Asian representation on screen, reaching 10.9% in 2023, may be a contributing factor to this viewing trend. And while this certainly influences the growing number of Asian American people watching ad-supported streaming, Asian-inclusive content is also impacting the total minutes streamed by all U.S. audiences - with series like Beef racking up over 5.8 billion minutes watched in 2023.

"Representation continues to be a key component in building audience trust," says Jeremy Tran, Executive Director and COO of Gold House. "We're proud to partner with Nielsen to help advance the measurement and understanding of critical narratives that impact Asian American audience trust in TV, Film, and News media. Through our continued collaboration, we aim to empower diverse voices and stories that resonate authentically with our communities."

Diving deeper, the report highlights the increasing importance of non-subscription news media as a valuable connection point for reaching AANHPI audiences, who make up the fastest-growing group of eligible voters in the United States. As we head into a new election year, the power of news media will greatly influence Asian American viewers, with 78% of the audience consuming news at least once a day and showing a 34% higher likelihood to trust in the accuracy of news programs.

While Asian Americans may show greater trust in news media compared to the total population, various news narratives are influencing different age groups within the segment. The Gold House perceptions survey conducted with Nielsen, highlights that 72% of Asian Americans aged 65+ are more inclined to engage with stories that report on geopolitical tensions and anti-Asian hate, whereas narratives surrounding affirmative action and immigration resonate more with Asian American millennial and Gen Z audiences. These insights emphasize the importance of tailoring news content to address the diverse concerns of Asian American audiences, particularly with young voters (avg. age of 35.7) in the 2024 Elections.

Other key highlights in the 2024 report include:

• Streaming continues to gain share with 45.4% of Asian Americans' TV usage at the start of this year (versus 43% in January 2023)
• Asian Americans are 27% more likely to buy games/toys (including video games), 10% more likely to buy books, and 6% more likely to buy music/videos in the past 3-12 months than the total population
• Asian American consumers are 69% more likely to buy a new smartphone than the total population.
• On smartphones, Asians outpace other viewers for using streaming platform apps—especially ad-supported ones. In an average month, YouTube's mobile app reaches 85% of Asian American adults.

Download the 2024 report Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption for more details and insights. Please visit www.nielsen.com/asian-american to learn more. Join the discussion on Facebook (Nielsen DiversityEquityAndInclusion) and follow us on Twitter (@Nielsen_DEI).

ABOUT NIELSEN
Nielsen shapes the world's media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.

ABOUT GOLD HOUSE
Gold House powers and propels Asian Pacific communities across every corner of culture to build a tomorrow for all. Through a suite of innovative programs, the leading platform unites, promotes, and invests in Asian Pacific creatives and companies. To learn more, visit www.goldhouse.org or follow @GoldHouseCo on Instagram, Facebook, Twitter, and LinkedIn.

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SOURCE Nielsen

FAQ

What is the main highlight of the 2024 Nielsen report on Asian American audiences?

The main highlight is that Asian Americans spend nearly equal time watching content on TV and smartphones, with 31% of their viewing time on ad-supported platforms.

How much more time do Asian American viewers spend streaming content compared to the total population?

Asian American viewers spend nearly 10% more time streaming content compared to the total population.

What does the report reveal about Asian American engagement with technology?

The report shows that Asian Americans are 69% more likely to buy a new smartphone than the total population, showcasing their high engagement with technology.

What was the percentage of Asian Americans' TV usage on streaming platforms at the start of 2024?

Streaming accounted for 45.4% of Asian Americans' TV usage at the beginning of 2024, showing a growth trend from the previous year.